By Hannah Bowler | Senior Reporter

March 28, 2023 | 2 min read

Magnum uses virtual influencers to share the pain of not being able to enjoy ice cream.

Magnum has told customers to eat its ice creams in the real world in its anti-metaverse campaign.

Lola MullenLowe Madrid is behind the #NotInThe Metaverse campaign, which has been launched via a set of virtual influencers. The influencers were tasked with writing posts to tell their followers how they wanted to experience life pleasures like eating ice cream.

The 100-second ad follows an avatar who puts on virtual reality goggles to escape the digital world. As she enjoys her new world, she is then presented with a Magnum ice cream that she is unable to eat. After realizing why she can’t bite the ice cream, she takes off the goggles and the strapline: ‘Not available in the Metaverse’ appears.

A longer film about the campaign will be premiered at the Metaverse Fashion Week in Decentraland and then supported by Twitch Viewing Parties.

Tomas Ostiglia, executive creative director at Lola MullenLowe Madrid, said there are still a lot of doubts about the metaverse. “As Magnum is the ice cream brand that celebrates real pleasure, we saw it as a great opportunity to take advantage of the wave of doubts about the metaverse to continue building the brand’s positioning, specifically towards this community,” he said.

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